DDB Aotearoa’s CCO, Kantar and Gemba to speak at Mumbrella Sports Marketing Summit
DDB Aotearoa’s chief creative officer, Gary Steele, will fly in from New Zealand for the Mumbrella Sports Marketing Summit, while more sessions with Kantar, Gemba and the Canterbury Rugby Football Union have been confirmed.
Steele will be joined by Rebecca Sowden, founder of Team Heroine and founding partner of Correct The Internet, for a session shining light on women’s sport.
In January, Correct The Internet, an initiative from Team Heroine with the backing of the United Nations, launched a global campaign to make sportswomen more visible. The purpose was to draw attention to the inconsistency of searchable facts online and the disadvantages they pose against women’s sport, and to correct them.
DDB Aotearoa’s Gary Steele; Team Heroine and Correct The Internet’s Rebecca Sowden
It launched with a tool that made it easy to send feedback directly to the search engines, highlighting the factual inconsistencies and where they could find the correct information. The aim was to correct as many inaccurate search results across the internet as possible, making sportswomen more visible.
The internet renders many female sporting stars invisible, thanks to the inaccuracies. While Cristiano Ronaldo will often be crowned online as the highest goal scorer in international football, with 118 goals, the record actually belongs to Christine Sinclair, with more than 190. This is just one example of the many biased and incorrect results delivered daily.
In this session, the pair will further explain the campaign’s significance and its results, as well as the importance for fans and brands to help raise the game for women’s sport.
Following, a session featuring Gemba’s head of marketing strategy, Adam Hodge, and director and head of client & creative services, Clare Stewart-Hunter, will share insights on the ‘Changing Face of the Australian Fan’.
Gemba’s Clare Stewart-Hunter and Adam Hodge
The collective wisdom of the industry says that Australians are sport-mad, so it’s no surprise that most brands who invest in sponsorship in Australia, do so overwhelmingly through sport.
But, what if that thinking is no longer valid? What if Australia isn’t as sport obsessed as once thought? What if our increasingly fragmented attention means we are passionate about more things? And what if that attention is stolen from traditional local offerings by international sport?
Gemba’s Hodge and Stewart-Hunter will present new research and insights into the Australian fan, that will challenge the way brands and rights holders think about, buy, sell and activate sponsorships.
The pair will also highlight the rise of ‘casual’ fans, and discuss how brands and rights holders might need to prioritise their engagement to ensure ongoing commercial success.
Also joining the Mumbrella Sports Marketing Summit line-up is Canterbury Rugby Football Union (CRFU) NZ’s senior sports executive (and former CEO), Nathan Godfrey.
Nathan Godfrey, senior sports executive, CRFU
In a fireside chat, Godfrey will reflect on his time in charge of one of the oldest and most successful sports organisations in the world, and how he addressed one of the biggest issues in sport – racism.
In 2017, the CRFU launched an anti-racism campaign, ‘WE ALL BLEED RED’, which was endorsed by the Human Rights Commission, and led by then-CEO, Godfrey.
The CRFU has a high-performance culture, having produced more than 200 All Blacks players and 25 championships. In his first 90 days in the job, Godfrey saw a problem that needed tackling. After a number of high-profile racism cases, he launched the disruptive, purpose-driven campaign to empower the community to call our discrimination.
This session will take a deep look into the campaign, providing a story of thought leadership and cultural literacy, as well as a reminder than sport is so much more than a game.
Finally, Kantar Australia’s senior partner, consulting, Mark Kennedy, and head of ROI, Lesley West, will join Gain Line Analytics co-founder and general manager of corporate, Ben Darwin.
Kantar Australia’s Mark Kennedy and Lesley West
The session, titled ‘Rules of the Game: How to Achieve Peak Performance in Sports Sponsorship’, will address how to understand the impact sports sponsorships can have on brands and sales. Acknowledging this impact can inform better executions that tap into cultural trends such as the evolution of sport from ‘win at all costs’ to being an ‘agent for social good’.
Exclusive to Mumbrella, this presentation will be packed with first-in-Australia insights, research and case studies.
Ben Darwin, co-founder and general manager, corporate, Gain Line Analytics
Kantar will reveal why and how to measure sports sponsorship effectiveness and how success depends on sponsorship execution that aligns with your brand equity composition. The trio will also provide examples of how the most successful brands tap into the cultural zeitgeist.
The Mumbrella Sports Marketing Summit and Awards will be held at the Royal Randwick (Australian Turf Club) on August 24.
This year, there are 10 award categories across the sports marketing industry, celebrating companies and teams that have delivered outstanding work and results on behalf of sports brands. Categories include Sports Campaign of the Year, PR Idea of the Year, Best Athlete Partnership, and more.
Earlybird tickets to the Summit and Awards are now available.
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
adam hodge
Ben Darwin
Canterbury Rugby Union NZ
Clare Stewart-Hunter
Correct The Internet
DDB Aotearoa NZ
Gain Line Analytics
Gary Steele
Gemba
Kantar Australia
Lesley West
Mark Kennedy
Mumbrella Sports Marketing Summit
Nathan Godfrey
Rebecca Sowden
Team Heroine
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